About the Episode
About the Episode: If you could officially name a squirrel at your alma mater (or turtle, or goose, or whatever critters roamed your campus when you did), would you? The only correct answer is yes.
And that’s that Caty Allgood and Brooke Preston were counting on when they implemented a Squirrel Naming campaign for Ohio University’s Giving Day. After hearing about this idea from colleagues at Ole Miss, they figured out how to implement it themselves without any extra technology or investment.
And the results were incredible: In their first year with the Squirrel Campaign, they raised almost half a million dollars more than the previous year and had an increase of over 750 donors. They beat their own records again in year two. Plus, the campaign encouraged participation from current students, Ohio friends, and so many wholesome comments to keep it going for years to come.
At the end of the episode, Caty and Brooke surprise your host Day with her very own squirrel certificate! What an honor. Take a look.
Key Takeaways
- Unique Engagement Strategies: Creating fun, shareable incentives like naming a campus squirrel can foster emotional connections and increase participation.
- Gamification on Giving Day: Implementing challenges, matches, and incentives helped sustain donor interest throughout the day.
- Cross-Departmental Collaboration: Leveraging a dedicated “Squirrel Squad” within Ohio University's advancement and marketing teams ensured campaign efficiency and creativity.
- Viral Potential: Donors loved sharing their squirrel certificates on social media, expanding the campaign’s reach without additional advertising.
- Adapting to Challenges: From fine-tuning inappropriate name checks to scaling certificate distribution, the team adjusted to ensure smooth operations and maintain campaign integrity.
Episode Summary
What Inspired Ohio University to Try the Squirrel Naming Campaign?
Katie Allgood, Executive Director of Annual Giving, and Brooke Preston, Associate Director of Creative Strategy, set out to solve a common challenge: how to increase alumni engagement on Giving Day. After learning about a similar tactic from Ole Miss, Katie decided to give Ohio University’s approach a “squirrelly” spin. Given the iconic presence of squirrels on Ohio University’s campus, the team saw an opportunity to combine nostalgia with a unique donation incentive.
How Did the Team Prepare for Giving Day?
With only six weeks to implement the campaign, Katie and Brooke’s teams worked on developing a plan to make the experience seamless and fun for donors. They set an attainable gift amount of $18.04 (in homage to the university’s founding year) to give alumni an affordable way to participate. The team even designed certificates, adding humor and formality to the process, with each certificate signed by the “Squirrel Squad.”
What Challenges and Successes Emerged on Giving Day?
While the campaign’s lighthearted nature resonated deeply with alumni, the team faced challenges, particularly in keeping track of squirrel names and filtering for appropriateness. To manage this, they set up a multi-person task force, including staff from different departments. Throughout the day, “squirrel certificates” were sent out to donors, who quickly began sharing their named squirrels on social media. This spontaneous online engagement generated a viral effect, helping to drive even more donors to the site.
How Did the Squirrel Naming Campaign Impact Giving Day Results?
The results spoke volumes. The campaign increased donations by nearly $447,000 and added 752 new donors, surpassing the university’s expectations. By the second year, enthusiasm continued, with almost 2,000 squirrels named and an additional $90,000 raised. The team noted that this initiative’s success highlighted the power of connecting alumni with shared memories, creating a sense of continuity across generations.
What Lessons Can Other Universities Take from Ohio’s Campaign?
Katie and Brooke’s campaign shows that authentic, campus-specific engagement initiatives have the potential to drive participation and boost Giving Day outcomes. Their advice? Find a unique symbol of campus life that resonates with alumni and build around it. Also, prepare for social media engagement—it’s an effective way to organically spread the campaign message and amplify reach without increasing costs.
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